Primary Data The influence of celebrity endorce, brand image, and consumer perception toward the decision of buying lifebuoy soap: case study in Budi Luhur University

38 phenomenon Nur Indriantoro, 2002: 104. Likert scale was used to answer the research statement has five categories as presented in the table below: Table 3.1 Assessment Level Answers No Jenis Jawaban Bobot 1 SS = Very Agree 5 2 S = Agree 4 3 R = Doubt 3 4 TS = Disagree 2 5 STS = Very Disagree 1

2. Secondary Data

Secondary Data is data collection techniques are indirectly about the object of study conducted by way of a literature study of the various books, journals, magazines, books or other writings that are considered to have the relationship thing is examined using a written report or previous research. According to Istijanto, 2009: 38 the secondary data is data that has been collected by others rather than by the researchers themselves to other destinations. This means that the researchers simply recorded, accessing, or request such data sometimes already shaped the information to the other party that has gather in the field. Researchers simply utilize existing data for his research. To be able to acquire a strong foundation and concepts in order to solve the existing problems, the 39 researchers hold a research library with reading literature in the form of books and journals related to the thesis theme.

D. Data Analysis Method

1. Test validity and Reliability

a. Test of Validity

As stated up front , that validity is a measure that indicates the extent to which the measuring instrument was able to measure what is measurable . According to Imam Ghozali 2005: 45 the validity test is used to measure whether a legitimate or valid questionnaires. A questionnaire is valid if the questions on the questionnaire were able to reveal something that will be measured by the questionnaire. The amount of the total validity of tests scores are said to be valid if the total score 0.30 Sugiyono, 2007: 178 . Usually the minimum requirement to be considered eligible is when r = positive +. So if the correlation between grain with a total score of negative one - then the grains in the instrument is declared invalid Nur and Bambang indriyanto Supomo, 2002: 124.

b. Reliability Test

If a measurement tools has been declared invalid, then the next step is to measure the reliability of the tool. As a measure which shows the consistency of the measuring instrument for measuring the same symptoms on the other occasions. To view reliability, then the calculated cronbach alpha of each instrument.